Hasta La Creative!

To say that the digital world is evolving would be both an understatement and stating the obvious. However it’s fascinating to observe the shifts and the push and pull from media and viewers alike. “Digital” and “viral” are no longer the marketing catchphrases they were a year or two ago, and many consumers are not pulled in by just any viral or digital marketing tool. With news of Havas planning a digital media arm, Havas Media Lab, and other agencies and holding groups attempting to similarly tackle the beast that is digital media, it’s becoming an interesting time to watch trends.

How does a YouTube video of Spongebob Squarepants clips mixed to Soulja Boy have nearly 27 million views and the evolution of dance video rise to the top YouTube clip with nearly 75 million views? Is there any possible application to branding and marketing at that level or is the “entertainment” vs. “advertising” paradox insurmountable in the YouTube age? I can’t say I have the answers, but it’s interesting to ponder as both the internet culture and the marketing structures are evolving.
It’s also interesting to see the changes in the media being produced. The novelty of “internet video” has all but worn off, so successful media has to be truly tailored. And just for some practical application and a bit of advertising candy, here’s one of the newer viral’s that has caught my eye, done by W+K Amsterdam for EA Sports FifaStreet 3. Interesting? Successful? Effective? Are those even questions that can be answered right now?